How to grow a boiler business? | Fatrank lead generation

Kasra Dash: So if I have a boiler company and I am looking to generate more boiler enquiries, maybe boiler repairs or new boiler installations, and I want a consistent flow of enquiries for my boiler business, what do you recommend?

James Dooley: The first thing I would look at is lead generation companies. I would try to team up with places like Bark, Checkatrade, TrustATrader and Build a Builder. All of those places might generate leads. I would make sure I am tracking every single one of them. I would probably go out to each of them and test them. As a business owner you want to track KPIs and see which one is giving the highest return on investment.

Kasra Dash: If you are a boiler company I strongly recommend going over to FatRank.com and filling in the form to see whether you are accepted. We also need to know whether you are a boiler installer, whether you supply the boilers, or whether you just service, maintain and repair existing boilers. When you fill in the form at FatRank.com, they do a lot of boiler installation, boiler repair and boiler servicing leads throughout the UK. See whether you are accepted. Do not throw all your eggs in one basket. Make sure you have diversification. The best thing about FatRank from a lead generation source is that it is a no risk supply of enquiries. You pay nothing for SEO, nothing for PPC, nothing for the lead. You only pay if the job converts and you make profit. But make sure you try others too because there might be a finite amount of leads FatRank can generate. You might want 20 leads a day but FatRank might only generate five or ten a day, so you need multiple sources.

James Dooley: The problem with many lead generation companies is that they resell the same lead four or five times. You are not getting exclusive leads. From FatRank’s point of view, when we check some boiler companies their branding is terrible. We can generate a perfect lead where someone wants a commercial boiler, or a boiler ripped out and replaced with a combi boiler, along with new radiators. If the company’s branding is not good, they may not convert the lead. That affects us because we get paid based on conversions. What are your thoughts on organic SEO for generating leads and building a positive reputation?

Kasra Dash: You are doing yourself a disservice if you do not have a website. If you do not have solid five star reviews, you will struggle. Even having four or five strong reviews is enough to start. Many businesses enquire with FatRank and they are nowhere to be seen. They have no website, or a site that has not been updated in six years, or just a basic landing page. They have no reviews, or bad reviews, or two star ratings. If you line these things up first, you have a far higher chance of being approved. If you have no professional email, or you are a one man band with no dedicated sales team to call leads, that affects conversion. That is not just with us, that is with every lead generation company. If your online presence is bad, you will think all leads are bad. Invest in SEO, build dedicated service pages such as boiler repair services, new boiler installations and commercial boiler installations. That helps. Getting Google Business Profile reviews helps with local searches like “boiler repair near me”. SEO is a long term play. After two years you can generate your own enquiries and rely less on FatRank or Checkatrade or Bark. Away from SEO, what do you think about PPC?

James Dooley: PPC generates leads instantly. You can turn it on and get leads today. The issue is the cost. You need deep pockets. You need a professional PPC agency. If you do not know about click fraud, negative keywords and filtering heating engineers who click your ads, PPC can burn your budget. PPC for boilers is expensive. I would avoid it if you do not know what you are doing. If you are experienced, have a strong converting website and solid CRO, PPC might be worth running. A better paid ads play might be social media. You could run social media ads using grants, special offers or local discounts. You could say you are offering 50 percent off servicing in a specific area. If your normal price is £75, you could frame it as normally £150, now £75. That gets attention, and once you are in the home you might upsell a replacement boiler. What do you think about organic social media?

Kasra Dash: You could do YouTube videos covering every boiler error code. Many people search for error codes. If your video comes up and explains whether the boiler is failing or needs maintenance, that is a good lead source. Some error codes mean the boiler is finished, which is a chance to sell a replacement. Some codes just mean it needs annual servicing. Covering everything on YouTube would work in your favour.

James Dooley: For sure. If you are a boiler company and want to grow and get more leads, go to FatRank.com and fill in the form to see whether you qualify. Ideally we want heating engineer companies that work nationwide throughout the UK. You need a good online presence. If you tick the boxes we are generating commercial boiler, residential boiler, boiler repair and boiler servicing leads every day. Head over to FatRank.com and see whether you qualify for the lead generation.